The pre-Christmas and summer-themed campaigns meant Colmar Brunton was spoiled for choice when determining the winner of the Ad Impact Award but above all, it was Farmers’ ‘Secret Santa’ by FCB that stood out.
The TVC takes the audience on a Christmas journey with an emotional story about a seemingly grumpy old man, played by Ian Mune, delivering some much needed festive joy to his neighbours.
The takeaway message is about the gift of giving at Christmas time and the pleasure Kiwis get from helping those in need. It also shows how a special bond can be made between generations and how simple acts can be made very special, each and every day
According to Colmar Brunton, the TVC makes Kiwis love the Farmers brand, with the New Zealand public saying that it makes Farmers more appealing to them.
“The ad is also believable and most importantly it as created a lot “talkability” for the brand. This new creative approach from Farmers has been well received by consumers and the industry alike.”
While it was Farmers that took out the award for November, Tip Top and Dulux also get a mention for achieving good results and being seen as trendsetters and being different.
November saw Tip Top release its ‘Good to Share’ campaign about ice cream's role in the Kiwi summer, while Dulux released a new ‘Colours of New Zealand’ campaign that was re-recorded after the audience pointed out mispronounced local place names.
Reflecting on all the winners from this past year, Colmar Brunton says it’s top three tips for success include well-branded creative for top of mind awareness, clever use of story-telling to gain attention, and providing an emotional connection with consumers.